Journal Papers
| 1. | Yiqi Yu, Zhengyu Shen, Yunlu Yin, and Yi Su. 2025. Identity multiplicity signaling fosters interpersonal trust. Psychology & Marketing 42(9) 2231–2242.  |
| 2. | Yiqi Yu and Ying Zhang. 2023. The impact of social identity conflict on planning horizons. Journal of Personality and Social Psychology 124(5) 917-934. |
| 3. | Jiaqian Wang and Yiqi Yu. 2023. Beautify the blurry self: Low self-concept clarity increases appearance management. Journal of Consumer Psychology 33(2) 377-393. |
| 4. | Yiqi Yu, Yu Feng, and Jia Gai. 2022. Preferences for AI versus human under uncertainty: The role of perceived luck. Nankai Business Review 25(4) 155-177. (in Chinese) |
Research Projects
2025.01—2029.12, Member, Research on Innovation and Application of AI Marketing Technology: The Perspective of Creation Capability of AI, National Natural Science Foundation of China
2024.05—2024.11, Principal Investigator, 全科医生及慢病患者之间的行为模式和互动关系, 晖致医药有限公司
2024.03—2024.09, Member, 贝壳居住服务平台界面优化研究 —基于行为科学的用户决策, 贝壳找房（北京）科技有限公司
2024.01—2026.12, Principal Investigator, The Impact of Identity Conflict On Consumer Decision-Making and Behaviors, National Natural Science Foundation of China
2022.08—2023.04, Member, 香格里拉市《城市品牌与文旅产业发展战略研究》, 中国共产党香格里拉市委员会政策研究室
2022.01—2025.12, Member, Consumer Perception of and Input for AI Services, National Natural Science Foundation of China
Journal Papers
| 1. | Yiqi Yu, Zhengyu Shen, Yunlu Yin, and Yi Su. 2025. Identity multiplicity signaling fosters interpersonal trust. Psychology & Marketing 42(9) 2231–2242. |
| 2. | Yiqi Yu and Ying Zhang. 2023. The impact of social identity conflict on planning horizons. Journal of Personality and Social Psychology 124(5) 917-934. |
| 3. | Jiaqian Wang and Yiqi Yu. 2023. Beautify the blurry self: Low self-concept clarity increases appearance management. Journal of Consumer Psychology 33(2) 377-393. |
| 4. | Yiqi Yu, Yu Feng, and Jia Gai. 2022. Preferences for AI versus human under uncertainty: The role of perceived luck. Nankai Business Review 25(4) 155-177. (in Chinese) |
Research Projects
2025.01—2029.12, Member, Research on Innovation and Application of AI Marketing Technology: The Perspective of Creation Capability of AI, National Natural Science Foundation of China
2024.05—2024.11, Principal Investigator, 全科医生及慢病患者之间的行为模式和互动关系, 晖致医药有限公司
2024.03—2024.09, Member, 贝壳居住服务平台界面优化研究 —基于行为科学的用户决策, 贝壳找房（北京）科技有限公司
2024.01—2026.12, Principal Investigator, The Impact of Identity Conflict On Consumer Decision-Making and Behaviors, National Natural Science Foundation of China
2022.08—2023.04, Member, 香格里拉市《城市品牌与文旅产业发展战略研究》, 中国共产党香格里拉市委员会政策研究室
2022.01—2025.12, Member, Consumer Perception of and Input for AI Services, National Natural Science Foundation of China
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